What does an active engagement from a lead suggest?

An active engagement from a lead suggests they are likely ready to make a purchase because engagement typically indicates a heightened interest in your products or services. When a lead is actively interacting with your marketing materials, whether through opening emails, clicking on links, or participating in events, it signals that they are processing the information relevant to your offerings. This involvement can demonstrate that they are further along in the buyer's journey, moving towards a decision-making phase.

Leads who are actively engaging may also be gathering the final pieces of information needed to facilitate their purchase decision, reflecting a readiness to move forward rather than requiring additional nurturing or information, as would be the case for those who are less engaged.